This post from June 2018 has been updated to include a slide presentation from Search Engine Journal’s recent webinar on How to Identify Lost & Missed Content Opportunities.
While the relevancy of content marketing has never been greater (research shows that it generates 3x as many leads than traditional marketing and costs 62% less), we all struggle with the reality that no matter how brilliant our content is, it has a finite shelf life. The great ideas and advice we give out today will be forgotten tomorrow…or will they?
The good news is that great content can have a renewable shelf life if you know how to make it go the distance. With numerous online outlets and the varied ways you can present it — text, photos, infographics, video, etc. — your brilliant bon mots can travel far and wide across the Web.
The slideshow below provides you with instruction on how to repurpose and extend the life of your law firm marketing content. Not only will you be getting more eyes on your prized words or images, you will also be driving more traffic (leads!) to your main website and improving your SEO as well since high quality content is one of the most important ranking factors for Google.
Websites that are considered by Google to be high quality need sufficient expertise on a particular topic to be authoritative and trustworthy. According to Google, the standard for expertise depends on the topic of a particular page. Each page must have a purpose and then that purpose must be fulfilled with expert content — words, videos, etc.
For law firm websites, your information must be accurate, factual, clearly written and comprehensive. If the topic of the page is broad, the text is expected to have a lot of information on that topic. If the topic is narrow, the text may not be as lengthy. Both can still rank as high quality.
To summarize: write high quality content on topics of the greatest interest to your target market and then use the tips below to repurpose your high performing content to capture more opportunities you may have been missing all along.